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Kelsen Group is looking for a Regional Sales Director for Southern Africa

30.10.2017  08:37

Regional Sales Director

South Africa - Cape Town/Johannesburg

 Kelsen Group

Kelsen Group is known all over the world for its butter cookies – especially the iconic brands Kjeldsens and Royal Dansk – and now also the American cookie brand Pepperidge Farm. Kelsen Group began life in 1933 as a small family bakery in the heart of Jutland, Denmark. Today, Kelsen is a subsidiary of the American food company Campbell Soup Company, USA. Kelsen has experienced a strong growth in recent years and has the commercial responsibility for a large portfolio of products in the region Europe, Middle East and Africa (EMEA).
The production of our butter cookies takes place in our two modern bakeries in Denmark and includes the production for the Asian and the American markets. The Pepperidge Farm cookies - for the European market - are also produced in Denmark.
Kelsen has 400 employees in Denmark and we manage to bake some 25.000 tons of cookies every year. Founded on the principle that good quality and great taste brings pleasure to consumers, we ensure that every cookie we bake meets our high quality standards.
Our vision is for there to be “a Campbell product in every home”.
Our mission – the way we will achieve our vision – is “to develop a strong presence of Campbell products within the EMEA region and be the best supplier of premium cookies for consumers around the world”.
Location: Cape Town or Johannesburg
In order to take advantage of the growth opportunities in South Africa we are putting in a Commercial lead role. Based in Cape Town/Johannesburg, this role will be responsible for developing the strategic plan to develop the business in the region as well as the overall leadership of the team in South Africa.

  • The Regional Sales Director – Southern Africa role is responsible for developing aligned commercial plans for South Africa and Southern Africa, and lead a small team of Sales and functional employees in the execution and delivery.
  • Responsible for the existing Kelsen business, as well as identifying and developing opportunities for the full Campbell’s product portfolio, there has been a significant growth potential identified in the African region – with a focus on Southern Africa.
  • This role will need to selectively and successfully expand Campbell’s presence in all Campbell categories possible in Southern Africa, to establish a solid, value added consumer position within the market.
  • Develop and leverage a best in class network of distributer partners in each country for all Campbell brands and businesses
  • Develop and execute growth and optimisation plans for the Kelsen products
  • Develop and execute opportunities to launch and grow other Campbell’s products
  • Lead the South Africa team across Sales, Marketing, Finance, Logistics / Warehouse.
To do this, the role will need to:
  • Partner with the regional EMEA marketing team to develop winning long term brand growth strategies and positioning for Campbell brands by adapting existing technologies, marketing insights, consumer insights, brand plans and innovation pipeline in Southern Africa.
  • Maintain an effective and cost efficient distribution system, including managing relationships. Focus on leading the development and execution of winning sales strategies across Southern Africa, including development and execution of trade marketing programs linked to brand and consumer marketing plans.
  • Lead the development of a long term growth and organisational plan that is designed to ensure the building of a sustainable organisation structure that:
- continues to effectively leverage and take full advantage of our 3rd party partnerships
- grows the business as needed, and
- provides Campbell with the ability to compete and market our brands effectively as the business and complexity grows.


South Africa, Namibia, Botswana, Zimbabwe, Mozambique, Nigeria, Ghana.
Sales manager (Johannesburg), sales supporter (Cape Town), Finance lead (matrix reporting) (Cape Town)


Working conditions: Office, Regular travel within allocated Markets
Education: Minimum level Bachelor Degree in relevant area
Experience: 10+ years experience in sales, commercial and business development roles
Other Skills and Abilities:
  • Strong commercial and financial acumen
  • Strong entrepreneurial and business development capability and drive
  • Ability to develop and execute successful sales strategies
  • Multi functional capability (Sales, Marketing, finance, legal, supply chain)
  • Ability to lead cross functional projects across Sales, R&D, Marketing, Supply Chain and Finance
  • Identifying new growth opportunities, developing market strategies/plans, and driving execution/implementations and get results
  • Multi-functional capability (Sales, Marketing, finance, legal, supply chain) as role has full P&L responsibility for region
  • Constructively managing major customer challenges / opportunities (eg KAM-systems, annual trading terms, margin demands, range reviews)
  • Being flexible and adaptable to meet challenging and changing deadlines
  • Leading and building a commercial team

Interested? Please submit your CV and a cover letter by e-mail, to Jacobus Senekal ( by Friday the 10th of November 2017.

Embassy of Denmark

iParioli Office Park, Block B2
1166 Park Street
Hatfield 0083

Phone +27 (0) 12 430 9340

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